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Applying ethnographic methods to digital experiences can yield myriad benefits that go beyond simply validating that something works or identifying opportunities for improvement, write Jessica Weber and John Cheng of AnswerLab.

Ethnography reveals how digital and physical processes work together to help businesses address gaps and focus on the entire customer experience. Anyone who has done ethnographic research can attest to its value, and to how expensive and time-consuming it can be. That’s why it’s critical to reduce the risk of investing in it. The investment does pay off, and this article presents five techniques to help ensure to make the most of this investment and reap the many rewards ethnography delivers.